Bermuda Tourism Turns To Customized Color from APT

Wednesday, July 28, 2004

Press release from the issuing company

ROCHESTER, N.Y. — The constant sunshine, blue sky and sandy beaches of Bermuda would seem a perfect vacation destination hardly in need of publicity to bring in visitors. But generic and outdated tourism materials kept the island paradise from drawing visitors — in fact, the island was experiencing a decline in bookings.
Bermuda gave its previous marketing materials — an assortment of random brochures in a single envelope — a new look by teaming with Applied Printing Technologies (APT), a full-service print solutions provider in Moonachie, N.J., and Euro RSCG Brann, a leading direct marketing firm.
APT produced a variable data brochure for Bermuda Tourism on a KODAK NEXPRESS 2100 digital production color press as part of a fully coordinated communications program to generate more effective, cost-efficient and timely marketing messages for the island.
Each brochure was customized to reflect a recipient’s contact information and preferences for lodging, dining and activities submitted through the department’s Web site or call-center. Instead of a generic “pick-and-pack” mailing, the full-color, saddle-stitched brochure was customized into more than 11,000 different versions.
In addition, the department also sent out personalized e-mail and other follow-up print communications to convey a vacation experience tailored to each inquirer’s interests.
“We were early adopters of digital color printing because we believed it represented the future of the industry, and today, it is an integral part of our company’s mission to be a full solutions provider,” said Nicholas Brusco, president, APT Digital. “The Bermuda job is just one example of how we can leverage the NEXPRESS 2100 digital press with our fulfillment capabilities to provide complete solutions and stellar results.”
According to Bermuda tourism officials, the new campaign has delivered results:
• 57 percent improved turnaround time for fulfillment, from seven days to 72 hours.
• $500,000 decrease in creative services budget.
• 30 percent reduction in inventory of printed brochures.
“We needed a campaign that would be fast, flexible, high quality and cost efficient. Digital color printing, combined with Web-based communications, met all of our criteria,” said Michael Decouto, assistant director of tourism, Bermuda. “Recipients of the materials have responded well to the relevant messaging, and our department benefits financially from the efficiencies of not printing outdated materials.”